- On July 6, 2020
Marketing is one of the most inherently dynamic professions out there, requiring B2B marketeers to constantly evolve and adapt their marketing strategy in order to keep pace.
By continuing to follow your 2019 marketing strategy, you’re already putting yourself at a colossal disadvantage. Inevitably, you will fall behind cutting-edge competitors who are already brainstorming plans for 2021 and beyond.
Throw in world-altering events (like, let’s say, a pandemic) and it’s easy to see why some marketers are the kings and queens of sleepless nights.
If you’re struggling to grow and enhance your marketing efforts in times as turbulent as these, this might just be the article for you.
What Should I Focus On?
1. Quality Content
Killer-virus or not, most companies now realize that content converts – a fact that has only been amplified as of late.
Despite shouts of ‘content is king!’ constantly echoing around the B2B channel space, a disappointingly low 7% of marketers think their content is exceptional. Unfortunately, a number of marketing departments still view content as an afterthought.
Creating content for the sake of creating content is the fly trap of marketing. “but… but SEO rankings!” I hear marketers everywhere cry. This is a 2014 mindset still harbored by many – yet the days of incessant keyword stuffing are long gone. Nowadays, Google keeps finding ways to promote content that is informed, interesting and highly sharable.
Not only is this the key to ranking highly – content with a purpose also provides the best ROI when it comes to growing your brand awareness and increasing conversions.
If you’re new to content marketing or are simply looking to step it up a notch, click here for our guide on finding the perfect tone for your brand.
2. Your Website
Believe it or not, your website design is the make-or-break point for numerous buyers.
After all, it’s 2020 – who’s going to do business with a brand whose website design is straight from 2007?
Site templates are an undoubtably cost-effective method brands can use to create modern-ish looking websites.
Be warned though – with site templates ever-increasing popularity, it has become easier than ever for potential buyers to spot them.
If you do plan on using a template, it is vital you customize it enough to make it your own and really stand out from the crowd. Nobody is impressed by cookie-cutter websites!
By putting website design at the forefront of your marketing strategy, you’re also on-track to significantly improve your conversion rate. This is done by centering on user journey.
A well-designed website will make conversions easy for the buyer; It shows that you take them seriously, and care about their experience – two things that bode well for brand trust and professionalism, the very foundations of B2B purchasing.
3. Customer Feedback
Sounds obvious, but when in doubt, find out what your customers want.
Instead of trying to please everyone, discover what type of customers your company values the most, and find out exactly what they’re after.
There are several ways to go about this, but luckily for us, B2B customers are often more willing to provide feedback. Aside from direct feedback, you’ll want to use:
- Online monitoring tools
- ‘Thank you’ page surveys
- Exit polls
- Feedback from on-site chatbots
Once gathered, this feedback becomes invaluable when finalizing your marketing strategy.
At Gorilla, we’re well-versed in helping B2B companies achieve greater ROI through their marketing activities. Our extensive channel marketing experience has proven to increase leads and conversions time and time again.
if this sounds like something you’d benefit from, click here to learn more about what we do.
Let’s keep that marketing strategy fresh, people.